Under the new scheme, the business has rebranded its five-times-a-week lottery game as the Big Win, with a new prize structure from 15 August.
The Saturday draw in the Big Win will now offer a higher main prize of £475,000 in its free second chance price draw, compared to the previous £250,000. This change aims to improve the appeal of the lottery game to players.
The Health Lottery CEO, Lebby Eyres, stated, “To improve our appeal to players, we’ve increased our Saturday night free prize draw to the highest level possible for a society lottery operator. We’ve also rebranded to give the draw its own identity. As the Health Lottery’s portfolio of games has expanded beyond the original lottery draw, we decided it was time the main game was differentiated more strongly from our other products.”
The rebranding effort includes adjustments to the main draw’s price structure. Four matching balls will now earn a prize of £300, up from the previous £250.
Additionally, the rebrand introduces a new promotion called Mega Monday. Online instant win players will have the chance to enter a £500 raffle. Users with a direct debit on the site will also automatically be entered into a monthly raffle, where 10 players can win £100. This strategy aims to reward the lottery’s loyal customers.
Eyres explained, “We want to drive more engagement with our most loyal customers and relate to them better. From August, we will be asking them about different topics each month to obtain feedback on our rebrand, their journeys, instant win games, good causes, and so on, with a view to making sure our product is as closely aligned with our players’ preferences as possible.”
Lebby Eyres, a former journalist and editor, initiated the rebranding campaign after joining the Health Lottery earlier this year.
Historically, the Health Lottery has faced criticism for donating only 20.3% of its ticket prize to worthy causes, compared to the 28% allocated by the National Lottery. However, in 2020, the operator announced an increase in the share donated to 25.5% due to the financial impact of the Covid-19 pandemic on the charity sector.
